By Maryam Sheikh

Social media has drastically changed life for everyone. Gone are the days of flipping through newspapers and magazines to gain access to breaking news and trends. Nowadays, virtual platforms fulfill all of our needs. While this has been a gamechanger for accessibility, creativity, and obtaining information, it has also drastically impacted the world of marketing.

In the past few years alone, there has been a shift towards online shopping. When grocery stores and shopping malls were closed because of the COVID-19 pandemic, e-commerce started booming. Brands found new ways to appeal to audiences in online formats. Perhaps most famously, TikTok became a powerful platform not only for social interaction, comedy, and entertainment, but for digital marketing as well. Companies are now able to appeal to their target audiences by utilizing high profile Internet figures to promote their products and services. They utilize strategic product placement, endorsements, and trends to convey their messages and attract consumers.

Moreover, digital marketing has altered the capacities of advertising. Previously, company goals may have just been to connect with audiences. Now, brands use digital marketing to build brand image, gain access to new demographics, introduce new ideas, retain customers, and deliver promotions (e.g. coupons, online contests, giveaways, etc.). Digital marketing also minimizes the need to use financial resources to reach customers. Instead of paying for traditional media, companies can sometimes rely on organic marketing campaigns and the power of shares.

A large part of digital marketing is creating content that appears relatable to users. Brands strive to create relationships with their consumers to build trust and reputation. Online engagement provides opportunities to increase brand awareness. Ultimately, digital marketing has allowed for two-way communication to take place, which can mean deeper and seamless relationships between brands and consumers.

Digital marketing is not only limited to advertising through social media platforms. It also refers to marketing through other virtual channels such as search engines, websites, email, and mobile apps. Companies can also track your interests by gathering data from your browsing habits and interactions. Reports also show that companies with strong engagement strategies tend to have higher retention rates. So, posting on social media and utilizing digital tools not only builds awareness, but also contributes to brand loyalty. It is anticipated that future marketing strategies will involve highly personalized content.

So, what makes digital marketing successful? Brands must find niches in the market, develop a consistent voice, and adapt to changing trends. Moreover, they must be mindful of the tones, imagery, offers, and timing of their content. They should also carefully select a diverse set of metrics to determine the effectiveness of their advertising methods.

Overall, it is evident that the sphere of digital marketing has rapidly evolved over the past few years. Undoubtedly, this industry will continue to grow as companies learn how to harness trends and strategies of young influencers to promote their products and services. Though 2021 has not brought flying cars, it has definitely brought otherworldly online content. It will be interesting to see what the future of advertising brings!

References

Adobe. “What is Digital Marketing?” https://www.marketo.com/digital-marketing/.

Ahmand, Irfan. “How Social Media is Changing the World of Advertising.” Digital Information World.  https://www.digitalinformationworld.com/2018/07/how-social-media-changed-the-ad-game-infographic.html.

Holton, Laura. “How Social Media Has Changed Marketing Forever.” MYVA360. https://myva360.com/blog/how-social-media-has-changed-marketing-forever.